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COMBINEDGSC/SOCIALMEDIA—CAPSTONEMAMC6936Spring2018COURSEINFORMATIONMMC6936:Spring2018Credits03MeetingTime:DistanceAsynchronousandOnlineClassroom—Selectdatesduringthesemesterat7PMEST.Individualand/orteamconsultationswillbeapartofthisprogram.OfficeHoursByAppointmentConnectClassroomURL:https://uflcoj.adobeconnect.com/sm_capstone_hughes/CanvasClassroomURL:https://ufl.instructure.com/courses/347283INSTRUCTORRobert(Bob)HughesMArjhughes@jou.ufl.edu970-368-2021PleaseseemyBio—andaplaceforyours—undertheDiscussionstabinCanvas.Note—pleaseusemyrjhughes@jou.ufl.eduemailaddressforallcommunication.Emailisthequickestwaytogetamessagetomeasithitsmyphone,whichIalwayshavewithme!PleaseDONOTusetheemailoption/tabintheCanvasshell.ThisdoesnothitmyiPhoneonatimelybasisandIcannotreplyusingmyiPhone.Pleaseonlyusemyrjhughes@jou.ufl.eduemailaddresstoreachme.IMPORTANT!FollowthissyllabusONLYforyourclassinformation.Printitoutandcheckthingsoffascompleted.THEREMAYBEINFORMATIONINCLUDEDHERETHATISNOTFULLYEXPLAINED/INCLUDEDONCANVASPAGES!!!

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AnnouncementstabinCanvasshellBesuretochecktheAnnouncementstabintheCanvasshellregularlyforinformationonclassassignments,changesandotherclassinformation.Inaddition,importantinformation(butnotallAnnouncements)willbesentviaemailwhenitispostedinthistab.COURSEWEBSITECanvasClassroom:https://ufl.instructure.com/courses/347283ContactUFHelpdeskhttp://helpdesk.ufl.edu/(352)392-HELP(4357)ifyouhaveanytroublewithaccessingyourcourse.CourseDescriptionTheaimoftheSocialMediaCapstonecourseistopreparestudentstomastertheelementsofasocialmediacampaignusingprinciplesandstrategiesofpublicrelations,advertising,andbranding.TheCapstoneisoneofthefinalacademicopportunitiesforyou,asastudentintheUFCJCMastersprogram,toapplyyouraccumulatedknowledgeandskillsandtofurtherprepareyoutoexcelinaprofessionalsetting.Thecourseisdesignedfromaprofessionalperspectiveandmakesuseofextensivereal-lifesituationsandexamples.Youwillapplyyoursocialmediaskillsinateamenvironmenttoaclientthathasbeenassignedtothissemester’sCapstoneclass.Workingwithateam,andwithfeedbackfromyourpeersandyourinstructor,youwilldevelopasocialmediaplan,usinganalysisfortheaudience,channels,andprojectedresults.Youwillbuildthissocialmediacampaignthroughoutthesemester,completingvariousassignments,meetingdeadlinesandrefiningyourplan.Neartheendofthesemester,youwillhaveawell-researched,insightfulandcreativeplanandimplementedcontentthatillustrateshowsocialmediawillleadtopositiveoutcomesforyourclient.Finally,youwillpresentyourcampaigntotheclientinanonlinepresentationviaAdobeConnectandshareyourplanlearningswithProf.Hughes.Thisisademandingbutexcitingandintellectuallyrewardingopportunitytoapplysocialmediaskillsandknowledgeyouhaveacquiredthroughoutyourcoursework,duringinternships,and/orinprofessionalpositions.Althoughtheprimarycoursefocusisoncreatingacomprehensivecommunicationcampaign,therewillbeclassassignmentsanddiscussionstoevaluateyourknowledgeofspecificconceptsrelevanttosocialmediamarketingandbranding.

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Thiscourseisconductedinacombinationofliveclassesandasynchronousinteractiononline.Thisformatmirrorshowprofessional,globalsocialmedia,branding,andadvertisingteamsincreasinglyareassembledacrossgeographiesandtimezones,countriesandcultures,workingtogetherusingdigitalandonlinetechnologies.Thecourseiscenteredonyouandyourlearningneeds.Thiscourserequiresgraduate-levelthinking,analyticalskillsandmaturity.TheCapstoneis“learninginaction.”Donewell,yourcampaignwillbecomeanimportantcredentialtosharewithcurrentorprospectiveemployers.Pleasenote:theinstructorwillrespondtoe-mailusuallywithin24hours,butthegoalistodosomuchquicker.Additionally,someofyourclassworkmaybeused—withyourpermission—onthenewCJCsocialmedianewssite.Thispublicationofyourworkcanaidinbuildingyourprofessionalprofileonsocialmedia.Seethesiteat:http://ufsocial.jou.ufl.edu/COURSEOBJECTIVESWorkingindividuallyandincollaborationwithothers,studentswillcompleteagraduate-levelprojectthatdemonstratestheirabilitytointegratetheknowledgeandskillsacquiredfromtheUFMasterofArtsinMassCommunication–SocialMediaprogramandothercoursework.TheCapstoneprojectisdesignedtoenablestudentstodemonstrateskillsinresearchandanalysis,strategicthinking,effectivewritingandoralcommunicationacrossmultiplechannelsandformultipleaudiencesworldwide.Studentswillapplytheirlearningtoaclient-orientedsocialmediaplanandapresentationofthatplan.COURSEEXPECTATIONSTheCapstoneProjectwill:

• Effectivelyapplystrategicandcreativecommunicationskillstocomplexchallengesandopportunities.

• Demonstratetheuseandvalueofresearchandanalysisinrespondingtopotentialoremergingcommunicationproblemsandopportunitiesusingsocialmedia.

• Assembleandpresentafullyintegratedcommunicationsplanthatreflectsstrategicthinking,industrybestpractices,trendsandtools.

• Workeffectivelyvirtually,individuallyandincollaborationwithotherpeople,demonstratingprofessionalcommunicationskills,creativityandoriginality,accountability,balancingleadershipwithteamworkandcooperativebehaviors.

• Exhibitacommitmenttopersonalandprofessionalethics.COURSEDESIGN

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Thiscoursewillcombinebothlivesessionsanddirectedwork.LiveclasssessionswillbeheldselectMondaynightsofthesemesterstartingat7pmEST.(Liveclasseswillberecordedforlaterviewingincaseyoucannotattendinperson.)Asthisisa“living”course,liveclassesmaybescheduledthatarenotonthissyllabus,and,dependingonclassstatus,scheduledclassesmaybecancelled.WeallwillbeflexibletomakesurethisCapstoneclassisasuccess!!Too,theremaybeliveclassesscheduledwiththesemester-longclientasnecessary.Thesewillbescheduledtofittheclient’sschedule,soagain,weaskflexibility.ClientInteractionTolessenthetimedemandsontheCapstoneclient,Iwillbetheinterface.Tothatend,lookforaClientQuestionsthreadundertheDiscussionstabinCanvasandpleasepostyourindivdualand/orteamquestionsthere.IwillthensendacompilationofthosequestionstoourclientonMondayandThursdayofeachweekforanswering.OnlineClassRequirementsYouwillneedanInternetconnectiontoaccessthiscourse,viewthelectures,attendonlineclasssessions,andcompleteyourassignments.Youmustbeabletocommunicatewiththeinstructor.Mostcommunicationscanbedoneviaemailandthediscussionboard,butyoumaybeaskedtojoinDropbox.comorGoogleDrive(bothfreeonlineservices)tosharelargefiles.LecturesIwillregularlypostupdatevideosthroughoutthesemester.WatchtheAnnouncementstabforwhentheyarepostedalongwithalinktothem.AssignmentsYouwillhaveregularassignmentsandthesewillbethebasisforyourfinalgrade.ThemaingoalofthisCapstoneCoursewillbethedevelopmentofarealSocialMediaPlanyouwillcreateworkingwitharealclient.Youwillbeexpectedtointeractwithyourteamonaregularbasis,justlikeareal-worldSocialMediaAgencyAccountpersonwoulddo.OwnershipEducationAsgraduatestudents,youarenotpassiveparticipantsinthiscourse.AllstudentsinthisProgramhaveabackgroundinmarketing,advertising,publicrelations,journalism,orsimilarfields.Thisclassallowsyoutonotonlytakeownershipofyoureducationalexperiencebuttoalsoprovideyourexpertiseandknowledgeinhelpingyourfellowclassmates.TheCanvasshellwillhaveanopenQ&Athreadwhereyoushouldposequestionstoyourclassmateswhenyouhaveaquestionasitrelatestoanassignmentoranissuethathascomeupatwork.Yourclassmatesalongwithyourinstructorwillbeabletorespondtothesequestionsandprovidefeedbackandhelp.Thisalsoallowseveryonetogainthesameknowledgeinone

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locationratherthantheinstructorrespondingbacktojustonestudentwhichlimitstherestoftheclassfromgainingthisknowledge.RequiredTextbooksTherearenorequiredtextbooksforthiscourse.YoumayfindSocialMediaMarketingbyTracyTutenandMichaelSolomonofhelpinyourplandevelopment.COURSEPOLICIESAttendancePolicyThisisanonlineasynchronouslydeliveredcourse,attendanceintheformofcallingrollwillnotoccur;LateWorkandMake-upPolicy:Youareexpectedtoprepareandsubmityourassignmentsonatimelybasis.Too,youareexpectedtoworkonatimelybasiswithyourTeamandmeetallagreeduponteamdeadlines.Duedatesareclearlylaidoutinthissyllabusandintheattendantclasscalendar.Deadlinesarecriticaltothisclass.Allworkisdueonorbeforetheduedate.Extensionsfordeadlineswillonlybeforpreapprovedemergencies.Minorinconveniencessuchasfamilyvacationorminorillnessarenotvalidreasonsforextensions.Withthisinmindtherewillbepenaltiesforlatework:

• Lessthananhourlate 05pointsoff• Morethananhourlatebutlessthan24hourslate 10pointsoff• Morethan24hourslatebutlessthan48hourslate 15pointsoff• Morethan48hourslate 25pointsoff• 49hoursandgreaterlate Notacceptedatall

Issueswithuploadingworkforagradeisnotanexcuse.IfyouhavetechnicaldifficultieswithCanvas,thereareothermeanstosubmitcompletedwork.Youmayemail.zipfilesorevenlinkstoDropboxfolderstoInstructorviaUFemail.Anothersuggestiontocompensatefortechnicaldifficultiesbynotwaitinguntilthelastminutetosubmitwork.Technicalissuepolicy:Anyrequestsformake-upsduetotechnicalissuesMUSTbeaccompaniedbytheticketnumberreceivedfromLSSwhentheproblemwasreportedtothem.Theticketnumberwilldocumentthetimeanddateoftheproblem.YouMUSTe-mailyourinstructorwithin24hoursofthetechnicaldifficultyifyouwishtorequestamake-up.ContactUFhelpdesk(352)392-HELP.Emergencyandextenuatingcircumstancespolicy:Studentswhofaceemergencies,suchasamajorpersonalmedicalissue,adeathinthefamily,seriousillnessofafamilymember,orothersituationsbeyondtheircontrolshouldnotifytheirinstructorsimmediately.

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StudentsarealsoadvisedtocontacttheDeanofStudentsOfficeiftheywouldlikemoreinformationonthemedicalwithdrawalordropprocess:https://www.dso.ufl.edu/care/medical-withdrawal-process/.StudentsMUSTinformtheiracademicadvisorbeforedroppingacourse,whetherformedicalornon-medicalreasons.Youradvisorwillassistwithnotifyingprofessorsandgooveroptionsforhowtoproceedwiththeirclasses.YouracademicadvisorisTiffanyRobbert,andshemaybereachedattrobbert@jou.ufl.edu.Requirementsforclassattendanceandmake-upexams,assignments,andotherworkinthiscourseareconsistentwithuniversitypoliciesthatcanbefoundintheonlinecatalogueat:https://catalog.ufl.edu/ugrad/current/regulations/info/attendance.aspxCourseworkSubmissionsIngeneral,asnotedthroughoutthissyllabus,mostcourseworkshouldbesubmittedthroughtheAssignmentstabintheCanvasclassroom.GeneralDeadlinesThisclass,likeothers,involvesmanydeadlines.Pleasereview,printout,andmarkoffassignmentsontheClassCalendarwhichisfoundontheHomepageofCanvas.GradingThisCapstonecourseconsistsofyourproducingaSocialMediaPlanforyourclient.Youwillberesponsibleforpostingkeypiecesofthisplanasweproceedthroughthesemester.Gradingforthisworkwillbesubjectiveandwillbebasedonmy25yearsasbothaclientandanagencymanager.Mygoalistotreatyouasaprofessionalinyourfield,andmyfeedbackwillbetreatedassuch.Yourworkwillbeevaluatedaccordingtothisdistribution:WeeklyDiscussions 100points Individual ScopeofWork 50points Team SituationAnalysis 50points TeamGoals&Strategies 50points TeamTargetAudience 50points TeamChannels/Rationale 50points TeamPlanOutline 50points TeamPlanRoughDraft 50points TeamFinalPlan 250points TeamEvergreenContent 100points TeamClientPresentation 100points TeamPlanLearnings 100points Individual

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TOTAL 1000points100% Teamassignments80%(800totalpoints) Individualassignments20%(200totalpoints)Finalgradeswillbedeterminedasfollows:A 93-100%A- 90-92%B+ 87-89%B 83-86%B- 80-82%C+ 77-79%C 73-76%C- 70-72%D+ 67-69%D 60-66%E 0-59%Rounding:Iroundwhenassigninggrades.Whenthegradefallsata.5,Iwillroundup.GradingpolicyGeneralUniversitypoliciesregardinggradescanbefoundathttps://catalog.ufl.edu/ugrad/current/regulations/info/grades.aspxCOURSEANDASSIGNMENTDETAILSInthistwelve-weekcourse,weneedtostayonpointandprovidethesectionsofyourplanonatimelybasis.Hence,youwillseeweeklydeliverablesforeachsectionoftheplantoensurewewillallmeetthistimeframe.TeamworkiskeytosuccessintheCapstone.YouwillbeevaluatedbyyourteammatesandIwilltakeyourpeerreviewsintoaccountforfinalgrades.Don’tbetheweaklink!!!Allthissaid,IwillbeasflexibleasIcanbeinworkingwithyouondeliverablesandprovidingoutstandingserviceandplanningforyourclients.Stayintouchsowecanmakesuresuccessisthereforallofus.ScopeofWorkOneofthefirstdeliverablesforyourSocialMediaPlanwillbeaScopeofWorkyouwillpresentforclientreviewandgainagreementforthe“scope”oftheplanyouwillbepresentingandexecutingforyourCapstoneProject.WhiletheformatforthisSOWcanbeflexible,therearekeyelementsthatmustbeincluded.IfyouareunfamiliarwithcreatingaScopeofWork,herearesomegoodresources:

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DefinitionandOverviewofaScopeofWorkScopeofWorkExampleandTemplatesExamplesofScopeofWorkdocumentsDiscussionPostsDiscussionisakeypartofthiscourse.Youwillbeexpectedtoreadtheassignedreadings,viewtheassignedvideos,andactivelyparticipateinregulardiscussionsthroughthe“Discussions”tabintheCanvase-learningsite.YouwillseeinsomeweeksIwillprovidetheDiscussionQuestionbasedonanarticlethathasclearbearingonyourworkfortheweek.SomeweeksIwillaskYOUtofindsuchanarticleandshareitwiththeclass,explainingWHYyouchoseitandHOWitrelatestoyourclientwork.Youwillbeaskedtothencommentonatleastoneclassmate’spostfortheweek’squestion.Yourinitialdiscussionreplyshouldbeabout300words,andyourclassmatefollow-upshouldbeabout200.TheinitialdiscussionpostisduebyThursdayofeachweekat11pmET;thefollowupbySaturdayofeachweekat11pmET.PeerReviewsAftereachassignmentIwillaskeachofyoutoevaluateyourteammatesontheircontributionstotheweek’swork.EvergreenContentDuringweeks6–11youwilldevelopaContentCalendarandEvergreencontentforyourclienttopost(ifsodesired).IfyouarenotfamiliarwithEvergreenContent,youwillfindmoreinformationat:WhatisEvergreenContentTipsforCreatingEvergreenContentWhyEveryBusinessNeedsEvergreenContentPlanReviewDuringselectclassweeks,wewillscheduleonlineliveclassesinwhichyouwillpresentyourplantoProfessorHughesusingPowerPointorotherplatformofyourchoosing.PlanPresentation

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DuringWeek12yourteamwillpresentthecompletedsocialmediaplantotheclientviatheAdobeConnectplatform.Eachteammemberwillbeexpectedtoparticipateinthepresentation.PlanLearningsDuringWeek12youwillindividuallyprepareasummaryofyourlearningsandobservationsabouttheplan.Includedinthisshouldbewhathasworkedinyourplanandwhatchangesyouwouldmakeina“revision”ofyourSMPafterthinkingaboutyourCapstonelearningandclientinputafteryourTeampresentation.ThiswillbeturnedinusingaPowerPointformat.SocialMediaTemplatesTosaveyoutime,considerusingsomeoralloftheseSocialMediaTemplates.Youwilldevelopabudget–ifappropriateforneedslikeFacebookBoost--fortheclientforyourplan,andpreparecontentandpostingcalendars.RUBRICFORGRADINGTHESOCIALMEDIAPLAN

Excellent Good Fair Poor Notcompleted

140-150 130-139 120-129 110-119 0Completeness(20%)

SMPhasmaterialrelatedtoallpartsofthetemplateselected.Sectionsarecomplete.

SMPhasmaterialrelatedtomostpartsofthetemplateselected.Sectionsaremostlycomplete.

SMPhassomesectionsthataremissingmaterialrelatedtoallpartsofthetemplateselectedorsomesectionsareincomplete.

Missingsignificantsectionsorinformation.

Teamwork(25%)

Ateamleaderintermsofparticipationandcontributions.Leadsinpeerreviews.

Ateamparticipantintermsofparticipationandcontributions.Averageinpeerreviews.

Wasnotasengagedasothers.Receivedlessthanaveragepeerreviews.

Lackofparticipationandengagement.Lowpeerreviews.

Quality(15%) Informationisofoutstandingquality(recent,useful,relevant).

Informationisofgoodquality(recent,useful,relevant).

Informationisofadequatequality(somewhatdated,occasionallynotusefulorrelevant).

Informationisofpoorquality(dated,notusefulorrelevant).

Coherent,clear,persuasive

Writingisclear,

Writingisstraightforward,

Writinghassignificant

Writingqualityispoor,difficult

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(20%) compellingandwithnospellingorgrammarerrors.

understandableandavoidsmostgrammarorspellingerrors.

problems. toread.

Analysis(20%) SWOTanalysisisexceptional,andclearlydetailsthecompanyorbrand’sparamountissues

SWOTanalysisisgood,identifiedcompanyorbrand’simportantissues.

SWOTanalysisisfair,identifiesstraightforwardissues.

SWOTanalysisispoor,issuesidentifiedseemunrelatedtotherestoftheSMP.

RubricforDiscussionposts

InitialPost InitialReplyMeetsfully(meetswordcount,substantiveandinsightfulcomments)

5 5

Meetspartially(notsubstansive;shortofwordcount)

2.5 2.5

Nopost 0 0GradingGuidelinesforotherDeliverables·GradeofA:Completedtaskfullyandontime,providedmeaningfulinsightandworkedtodevelopappropriateclientdeliverables.·GradeofB:Completedtaskpartiallyandontime,providedsomeinsightandcouldhavebeenmorethoroughindevelopmentofsocialmediaplan.·GradeofC:Completedtaskontime,butonlyprovidedminimalinsightinyouruseofaccounts,andmarginallyimprovedoverallsocialmediaplan.·GradeofDorF:Submittedplanandpresentedresults,butonlyprovidedminimalinsightinyouruseofaccounts,resultsandsocialmediaplan.ImportantnoteongradingforCapstoneUnlikemanyofyourpreviousUFGraduatecoursework,muchofthegradingonyourCapstoneprojectwillbesubjectiveonthepartoftheinstructor.IwillberelyingonovertwodecadesexperienceinthisbusinesswhenIamgradingmuchofyourwork.

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MygoalistoexpectthetypeofworkIwanttoseefrommyagencyandmyteammembers,andmymentoringofyouwillbedoneinthatsamelight.UniversityPoliciesUniversityPolicyonAccommodatingStudentswithDisabilities:StudentsrequestingaccommodationfordisabilitiesmustfirstregisterwiththeDeanofStudentsOffice(http://www.dso.ufl.edu/drc/).TheDeanofStudentsOfficewillprovidedocumentationtothestudentwhomustthenprovidethisdocumentationtotheinstructorwhenrequestingaccommodation.Youmustsubmitthisdocumentationpriortosubmittingassignmentsortakingthequizzesorexams.Accommodationsarenotretroactive,therefore,studentsshouldcontacttheofficeassoonaspossibleinthetermforwhichtheyareseekingaccommodations.StudentswithDisabilitieswhomayneedaccommodationsinthisclassareencouragedtonotifytheinstructorandcontacttheDisabilityResourceCenter(DRC)sothatreasonableaccommodationsmaybeimplemented.DRCislocatedinroom001inReidHalloryoucancontactthembyphoneat352-392-8565.Universitycounselingservicesandmentalhealthservices:**Netiquette:CommunicationCourtesy:Allmembersoftheclassareexpectedtofollowrulesofcommoncourtesyinallemailmessages,threadeddiscussionsandchats.http://teach.ufl.edu/wp-content/uploads/2012/08/NetiquetteGuideforOnlineCourses.pdfClassDemeanor:Masteryinthisclassrequirespreparation,passion,andprofessionalism.Studentsareexpected,withintherequirementsallowedbyuniversitypolicy,toattendclass,beontime,andmeetalldeadlines.Workassignedinadvanceofclassshouldbecompletedasdirected.Fullparticipationinonlineandlivediscussions,groupprojects,andsmallgroupactivitiesisexpected.Myroleasinstructoristoidentifycriticalissuesrelatedtothecourse,directyoutoandteachrelevantinformation,assignappropriatelearningactivities,createopportunitiesforassessingyourperformance,andcommunicatetheoutcomesofsuchassessmentsinatimely,informative,andprofessionalway.Feedbackisessentialforyoutohaveconfidencethatyouhavemasteredthematerialandformetodeterminethatyouaremeetingallcourserequirements.Atalltimesitisexpectedthatyouwillwelcomeandrespondprofessionallytoassessmentfeedback,thatyouwilltreatyourfellowstudentsandmewithrespect,andthatyouwillcontributetothesuccessoftheclassasbestasyoucan.GettingHelp:

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ForissueswithtechnicaldifficultiesforE-learninginCanvas,pleasecontacttheUFHelpDeskat:● Learning-support@ufl.edu● (352)392-HELP-selectoption2● https://lss.at.ufl.edu/help.shtml**Anyrequestsformake-upsduetotechnicalissuesMUSTbeaccompaniedbytheticketnumberreceivedfromLSSwhentheproblemwasreportedtothem.Theticketnumberwilldocumentthetimeanddateoftheproblem.YouMUSTe-mailyourinstructorwithin24hoursofthetechnicaldifficultyifyouwishtorequestamake-up.Otherresourcesareavailableathttp://www.distance.ufl.edu/getting-helpfor:CounselingandWellnessresources http://www.counseling.ufl.edu/cwc/Default.aspx352-392-1575• Disabilityresources• Resourcesforhandlingstudentconcernsandcomplaints• LibraryHelpDesksupportShouldyouhaveanycomplaintswithyourexperienceinthiscoursepleasevisithttp://www.distance.ufl.edu/student-complaintstosubmitacomplaint.CourseEvaluation:Studentsareexpectedtoprovidefeedbackonthequalityofinstructioninthiscoursebasedon10criteria.Theseevaluationsareconductedonlineathttps://evaluations.ufl.eduEvaluationsaretypicallyopenduringthelasttwoorthreeweeksofthesemester,butstudentswillbegivenspecifictimeswhentheyareopen.Summaryresultsoftheseassessmentsareavailabletostudentsathttps://evaluations.ufl.edu/resultsUniversityPolicyonAcademicMisconduct:AcademichonestyandintegrityarefundamentalvaluesoftheUniversitycommunity.StudentsshouldbesurethattheyunderstandtheUFStudentHonorCodeathttp://www.dso.ufl.edu/students.phpTheUniversityofFloridaHonorCodewasvotedonandpassedbytheStudentBodyintheFall1995semester.TheHonorCodereadsasfollows:Preamble:InadoptingthisHonorCode,thestudentsoftheUniversityofFloridarecognizethatacademichonestyandintegrityarefundamentalvaluesoftheUniversitycommunity.StudentswhoenrollattheUniversitycommittoholdingthemselvesandtheirpeerstothehighstandardofhonorrequiredbytheHonorCode.AnyindividualwhobecomesawareofaviolationoftheHonorCodeisbound

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byhonortotakecorrectiveaction.Astudent-runHonorCourtandfacultysupportarecrucialtothesuccessoftheHonorCode.ThequalityofaUniversityofFloridaeducationisdependentuponthecommunityacceptanceandenforcementoftheHonorCode.TheHonorCode:“We,themembersoftheUniversityofFloridacommunity,pledgetoholdourselvesandourpeerstothehigheststandardsofhonestyandintegrity.”OnallworksubmittedforcreditbystudentsattheUniversityofFlorida,thefollowingpledgeiseitherrequiredorimplied:"Onmyhonor,Ihaveneithergivennorreceivedunauthorizedaidindoingthisassignment."Formoreinformationaboutacademichonesty,contactStudentJudicialAffairs,P202PeabodyHall,352-392-1261.ACADEMICHONESTYAllgraduatestudentsintheCollegeofJournalismandCommunicationsareexpectedtoconductthemselveswiththehighestdegreeofintegrity.Itisthestudents’responsibilitytoensurethattheyknowandunderstandtherequirementsofeveryassignment.Ataminimum,thisincludesavoidingthefollowing:Plagiarism:Plagiarismoccurswhenanindividualpresentstheideasorexpressionsofanotherashisorherown.Studentsmustalwayscreditothers’ideaswithaccuratecitationsandmustusequotationmarksandcitationswhenpresentingthewordsofothers.Athoroughunderstandingofplagiarismisapreconditionforadmittancetograduatestudiesinthecollege.Cheating:Cheatingoccurswhenastudentcircumventsorignorestherulesthatgovernanacademicassignmentsuchasanexamorclasspaper.Itcanincludeusingnotes,inphysicalorelectronicform,inanexam,submittingtheworkofanotherasone’sown,orreusingapaperastudenthascomposedforoneclassinanotherclass.Ifastudentisnotsureabouttherulesthatgovernanassignment,itisthestudent’sresponsibilitytoaskforclarificationfromhisinstructor.MisrepresentingResearchData:Theintegrityofdatainmasscommunicationresearchisaparamountissueforadvancingknowledgeandthecredibilityofourprofessions.Forthisreasonanyintentional14misrepresentationofdata,ormisrepresentationoftheconditionsorcircumstancesofdatacollection,isconsideredaviolationofacademicintegrity.Misrepresentingdataisaclearviolationoftherulesandrequirementsofacademicintegrityandhonesty.

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Anyviolationoftheabovestatedconditionsisgroundsforimmediatedismissalfromtheprogramandwillresultinrevocationofthedegreeifthedegreepreviouslyhasbeenawarded.StudentsareexpectedtoadheretotheUniversityofFloridaCodeofConducthttps://www.dso.ufl.edu/sccr/process/student-conduct-honor-codeIfyouhaveadditionalquestions,pleaserefertotheOnlineGraduateProgramStudentHandbookyoureceivedwhenyouwereadmittedintotheProgram._____________________________________________________________________CapstoneSpring2018WeeklyCourseWorkandSchedule_________________________________________________________________________________________________WEEKONE—Jan8-14CourseintroductionandMarketingOverviewTherewillbealiveclassthisweekonMondayat7pmET.TheAdobeConnectlinkis:https://uflcoj.adobeconnect.com/sm_capstone_hughes/

ThisisamandatoryattendanceclassaswewillbenotonlysharingandoverviewoftheclassbutwewilllearnabouttheAdobeConnectsystem.Theclasswillberecordedandavailableforviewingatyourconvenience,butthisclasswillsetthestageforyourCapstonework.TherewillalsobeasecondliveclassthisweektomeetwiththeCapstoneclient.This,too,willbeamandatorymeeting.Itwillbescheduledtomeettheclient’sschedule.Thismeetingcouldbeovertheweekend,sopleasebeflexible.Focuson:Thestrategicmarketingplan—anoverview.HowtheSocialMediaPlanfitsintotheSMPTheCapstoneSocialMediaPlanisakeyelementoftheclient’soverallstrategicmarketingplan.Whileyourclientmaynothaveafullstrategicplan,anunderstandingofthestrategicmarketingplancomponentswillhelpyouunderstandtheroleSocialMediacanplayinimpactingyourclient’sbusinessandbrand.ThesearticleswillgiveaquickoverviewofhowtocreateanSMP:Readings/Viewing

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CreatingtheSMP(articleandvideo):http://www.entrepreneur.com/article/43018MarketResearchfortheSMP:http://www.entrepreneur.com/article/43024ElementsoftheSMP:http://www.entrepreneur.com/article/43026DiscussionTopicReadthisarticleonhowContentMarketingfitsintheStrategicMarketingPlan:http://contentmarketinginstitute.com/2014/05/where-content-marketing-fits-plan/ThearticleandinfographicraisesanumberofdifferencesbetweentraditionalmarketingandContentmarketing.InyourDiscussionpost,pleaseexplainhowyouthinkContentMarketingplaysapartinaSocialMediaPlan,andsharetwoexamplesofhow.Then,pleasecommentontheresponsesofatleastoneclassmate.Inexpressingyourownopinion,dosocritically(i.e.,findingbothcommonalitiesanddifferences)butalsorespectfullyandthoughtfully.Discussionassignmentposted:Fridayby11PMET.(Insubsequentweeks,thisisaThursdaydeliverable.Inthisfirstweekwewillshiftthescheduleabit.)Respondtoatleastoneclassmate:Saturdayby11PMET.TeamContractcompletedandpostedintheAssignmentstabbySaturdayby11PMET.________________________________________________________________WEEKTWO:Jan15-21ScopeofWorkFocuson:ElementsoftheSocialMediaplanTheclient/agencyrelationshipClientexpectationsDevelopingtheScopeofWorkforyourclientplan.Readings/ViewingCreatingaSocialMediaMarketingPlanC.Williamsonhttp://www.slideshare.net/corywilliamson/creating-a-social-media-plan-2529114HowToCreateASocialMediaMarketingPlanHootsuiteU

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http://blog.hootsuite.com/how-to-create-a-social-media-marketing-plan/DiscussionTopicReadthisarticleontheroleofpaid,ownedandearnedmediainyoursocialmediamarketingstrategy:http://www.forbes.com/sites/danielnewman/2014/12/03/the-role-of-paid-owned-and-earned-media-in-your-marketing-strategy/Isoneofthethreeelementsofthepaper—paid,owned,andearned—moreimportantthantheothersinasocialmediaplan?Whichdoyouthinkismostimportanttoyoursocialmediamarketingefforts?Why?Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMET.ScopeofWorkforSMP:Saturdayby11PMET.

• SeeSOWinfoonsyllabuspage8.

WEEKTHREE:Jan22-28SocialMediaandConsumerBehaviorTherewillbealiveclassthisweekonMondayat7pmET.TheAdobeConnectlinkis:https://uflcoj.adobeconnect.com/sm_capstone_hughes/

Theclasswillberecordedandavailableforviewingatyourconvenienceshouldyounotbeabletoattend.Focuson:SocialMedia’sinfluenceonconsumerbehaviorPlanSituationAnalysisReadingsSocialMedia’sinfluenceonconsumerbehaviorReadingsSituationAnalysisforSocialMediaHowtoDevelopaSocialMediaStrategy(IencourageyoutocheckouttheMcKinseyandHarvardBusinessReviewlinksinthisarticleinparticular.)

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TopWaysthatSocialMediaInfluencesConsumerBehaviorbyElmerrajihttp://tcapushnpull.com/social-media-2/top-ways-that-social-media-influences-consumer-behavior/SocialMediaanditsImpactonConsumersBehaviorbyIoanashttp://www.ijept.org/index.php/ijept/article/view/Social_Media_and_its_Impact_on_Consumers_BehaviorNote—toreadthispaper,clickthelinktodownloadthePDFunderthetext‘FULLTEXT”DiscussiontopicIntheElmerajjiarticle(thethirdreadingfortheweek),theauthorshares4pointsabouthowsocialmediaisshapingthepurchasingdecision.Choose2ofthe4andsharehowthosepointswillaidyouindevelopingyourclient’sSocialMediaPlan,explainingwhy.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETClientSituationAnalysis:Saturdayby11PMET.WEEKFOUR:Jan29-Feb4TheRulesofEngagementFocuson:Permissionvs.InterruptionMarketingRulesofEngagementPlanGoalsandStrategiesReadingsAStepbyStepGuidetoCreatingaSocialMediaStrategyHootsuiteUhttp://blog.hootsuite.com/guide-to-creating-a-social-media-strategy/HowtoSetMeasureableGoalsforYourSocialMediaMarketingD.Praegerhttp://unbounce.com/social-media/how-do-you-measure-your-social-media-marketing/UseSMARTGoalstoSetYourSocialMediaStrategyG.Moranhttp://marketingthink.com/use-smart-goals-get-social-media-strategy-shape/TheRulesofSocialMediaEngagementB.Solishttp://www.briansolis.com/2011/03/the-rules-of-social-media-engagement/

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PermissionMarketingvs.InterruptionMarketinghttps://www.youtube.com/watch?v=tT8GxfTSMiYDiscussiontopicChooseasocialmediachannelusedbyoneofyourfavoritecompaniesorbrands.SharehowyouareseeingtheyusetheSMARTgoalsettingprocessintheiruseofthatsocialmediachannel.Then,explainhowYOUwillusetheSMARTgoalsettingprocessinyourclient’sSocialMediaPlan.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETPlanGoalsandStrategiesdueSaturdayby11PMET.______________________________________________________________________________WEEKFIVE:Feb5-11TheTargetAudienceTherewillbealiveclassthisweekonMondayat7pmET.TheAdobeConnectlinkis:https://uflcoj.adobeconnect.com/sm_capstone_hughes/

Theclasswillberecordedandavailableforviewingatyourconvenienceshouldyounotbeabletoattend.Focuson:TheoptimaltargetaudienceWherearetheyonline?Whatdotheytalkabout?AreMillennials“different”?Readings/ViewingsMillenialsonSocialMediahttps://www.youtube.com/watch?v=GClGJDarUxAFindingYourAudienceonSocialMediahttp://www.marketingdonut.co.uk/online-marketing/social-media-and-online-networking/finding-your-audiences-on-social-media

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SuggestedOptionalViewingUFPaneldiscussiononsocialmediaethicswithProf.ClayCalverthttps://www.youtube.com/watch?v=-A6bjrYfmpYDiscussiontopicFindanarticleonhowMillennialsareusingsocialmedia;sharethatlink/articlewiththeclassandexplainhowyouwillapproachtheMillennialtargetaudienceinyourplanandwhy.(Or,ifyourplanwilldoesnottargetMillennials,explainthatandwhynot!)Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETDevelopandpostTargetAudienceprofilebySaturdayby11PMET.______________________________________________________________WEEKSIX:Feb12-18CapstonePlanChannelsFocuson:DevelopingthemosteffectivesocialmediachannelsforyourCapstoneclientplanReadings:ChoosingtherightsocialchannelsforyourbusinessHowtochooseyourbestsocialchannelsHowtochoosetherightsocialchannelsContentMarketingFramework(Don’tmisstheslideshowatthebottomofthearticle.)DiscussionTopic:WatchthisinterviewonHowContentandSocialMediaMarketinginteractat:http://www.socialmediaexaminer.com/content-and-social-media-marketing/ExplainthepointsfromMr.Pulizziyouagreewith,thoseyoudon’tandwhy.Discussionassignmentposted:Thursdayby11PMET.

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Respondtoatleastoneclassmate:Saturdayby11PMETDevelopandpostchosensocialmediachannelsforCapstoneplanandrationaleforeachby11pmET__________________________________________________________________________WEEKSEVEN:Feb19-25OutlineoftheteamclientsocialmediaplanFocuson:YourclientplanDiscussionTopicRead“TheQuestionsSocialMediaManagersShouldAsk”locatedat:http://sproutsocial.com/insights/social-media-managers-clients/Ofthepointsraisedbytheauthor,which,asamarketer/communicator,doyoufeelwillmostimportanttoyourCapstoneSocialMediaPlanclient?Pleaseexplainwhy.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETOutlineofyourteamsocialmediaplandueSaturdayby11pmET_______________________________________________________________________WEEKEIGHT:Feb26-Mar4BenefitsofSocialMediaMarketingContinuedevelopmentofplanoutline;begindevelopingroughdraftofplanFocuson:TheBenefitsofSocialMediaMarketingTeamupdateswithProf.Hughes(thesewillbeconductedviaAdobeConnectbyappointmenttoreviewplanoutline.)Onememberofeachteamshouldbeselectedtopresenttheoutline.ReadingsTheTopBenefitsofSocialMediaMarketinghttp://www.pamorama.net/2013/06/30/the-top-benefits-of-social-media-marketing-infographic/

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DiscussiontopicRead“TheTopTenBenefitsofSocialMediaMarketing”locatedat:http://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-media-marketing/Ofthetenpointsraisedbytheauthor,which,asamarketer/communicator,doyoufeelwillmostimpactyourCapstoneSocialMediaPlan.Willtheybeapositiveoranegativeimpact?Pleaseexplainwhy.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETWEEKNINE:Mar5-11RoughDraftofClientTeamCapstonePlanFocuson:DevelopingroughdraftofplanDiscussiontopicReadtheHarvardBusinessReviewarticleWhat’sYourSocialMediaStrategylocatedhere:https://hbr.org/2011/07/whats-your-social-media-strategyOnthelefthandsideofthepageyouwillagreyboxtitledUnderstandingYourCurrentSocialMediaStrategy:AQuiz.Takethequizforyourclient’sandyourCapstoneSocialMediaPlan.SharewithusyourDominantApproachasshownbythequizresultsandexplainwhether,inthatview,youareusingthestrategythatbestsuitsyourclient’sresourcesandgoalsorifyouseeachangeisneeded.Pleaseexplainwhy.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMET.RoughdraftofSMPdueSaturday,11pmETWEEKTEN:Mar12-18FinalPlanFocuson:

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YourfinalversionofclientplanPowerPointversionofplanforuseinpresentationsTeamclasswithProf.Hughes(ConductedviaAdobeConnectifnecessary.)

ReadingTheNewConversation:TakingSocialMediaFromTalktoActionTheHarvardBusinessReviewhttps://hbr.org/resources/pdfs/tools/16203_HBR_SASReport_webview.pdfDiscussiontopicReadHowToFireBackatanAngryCustomeronSocialMediaP.Glascaathttp://www.entrepreneur.com/article/237196PleasediscusshowyouandyourclientcanbestdealwithangrycustomersornegativepostsonyourSocialMediaplatforms?Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETFinalTeamCapstonePlandue:Saturdayby11pmETWEEKELEVEN:Mar19-25EvergreenContentDueDevelopplanpresentationFocuson:FinalizingyourSocialMediaCapstoneSocialMediaPlanFinalizingtheEvergreenSocialMediaContentmaterialsandcalendarReadings/ViewingsHowToPitchSocialMediaR.Bouchezhttp://inovediamarketing.wordpress.com/2012/09/01/how-to-pitch-social-media-a-new-client-presentation-outline-for-digitial-marketers/TenSuperbSocialMediaPresentationsC.Lakehttps://econsultancy.com/blog/3982-10-superb-social-media-presentationsNoDiscussiontopicthisweek.DevelopEvergreenContentCalendarandcontentforonemonth.DevelopTeamClientpresentationofplan.YouwillpresenttheplantoProf.HughesviaAdobeConnectduringaliveteamclasstobescheduledduringtheweek.Team

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membersshoulddecidewhofromtheteamwillbepresentingwhichsectionoftheplan._______________________________________________________________________WEEKTWELVE:Mar26-31CapstoneSocialMediaPlanPresentationsFocuson:EachteamwillpresenttheirclientsocialmediaplantotheclientviaAdobeConnectduringaclasstobescheduledthisweek.Scheduletobebasedonclientavailability.Teammembersshoulddecidewhofromtheteamwillbepresentingwhichsectionoftheplan.Sunday:givebigsighofrelief.